hooray for the 13 P’s… refreshing and meaningful change from the banality of the V’s
Big data are often described as being characterised by the ‘3 Vs’: volume (the large scale of the data); variety (the different forms of data sets that can now be gathered by digital devices and software); and velocity (the constant generation of these data). An online search of the ‘Vs’ of big data soon reveals that some commentators have augmented these Vs with the following: value (the opportunities offered by big data to generate insights); veracity/validity (the accuracy/truthfulness of big data); virality (the speed at which big data can circulate online); and viscosity (the resistances and frictions in the flow of big data) (see Uprichard, 2013 for a list of even more ‘Vs’).
These characterisations principally come from the worlds of data science and data analytics. From the perspective of critical data researchers, there are different ways in which big data can be described and conceptualised (see the further reading…
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